Household Supplies & Services
Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.
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PROGRAM
1999 BRONZE
Neighbor to Neighbor
The Scott's "Neighbor to Neighbor" was successful in stimulating Scotts sales in a mature, well-established category via advertising that created urgency to buy Scotts Lawn Fertilizers not only during the key Spring growing season,, but stimulate the entire category during the off months, Summer and Fall, when lawn care activity slows down. Scotts sales were up 30% for the year and reached an all-time high in the 125 year history of the company
Brand:
Scotts
Client:
The Scotts Company
Agency:
Partners & Shevack/Wolf
Language:
English
1998 GOLD
Umpteen Appliances
The Sears Home Central "Umpteen Appliance" campaign tapped into the powerful affinity and trust the Sears brand has built with the customer and provided a customer relevant solution to the complex and hardly service-oriented category of appliance repair. In just five months, the campaign exceeded awareness goals and significantly enhanced consumer perceptions. In just five months, the campaign drove repair service calls, recording double-digit increase, generating revenue profit.
Brand:
Sears HomeCentral
Client:
Sears Holding Company
Agency:
Young & Rubicam
Language:
English
1998 SILVER
Mom Knows Best
Faced with the decline of Cascade gel share, the challenge was to develop advertising that leveraged a compelling insight and benefit beyond the now generic promise of "spotlessness". The "Mom Knows Best" campaign clearly introduced the Cascade Gel upgraded formula and presented the new "tough food cleaning" benefit in a light hearted and fun manner. Results versus objectives were outstanding both for Cascade gel and for the entire franchise.
Brand:
Cascade
Client:
Procter & Gamble
Agency:
Saatchi & Saatchi
Language:
English
FINALISTS
Rose Petal Maxob
Household Supplies
B&Q
How B&Q helped the nation create change in a cost of living marred Spring
Scotts
Scott for Scotts
